AOL is taking a new approach to attracting the ad dollars that have stubbornly avoided the digital market — if you can't beat 'em, make 'em join you.
The company is rolling out a new ad buying platform called One, which will attempt to offer marketers a one-stop shop for all display needs, including television. One integrates display ad inventory across every type of device with data analytics features to create an advanced programmatic ad system that automates much of the process.
The platform is essentially a marriage of numerous advertising efforts that AOL has been developing for some time: the efficiency of programmatic ad buying technology, the analytics that give near real-time information on performance and a renewed emphasis on both online and linear television.
The goal is to streamline the online ad industry, which has created innovation in advertising but become wasteful and unnecessarily complex, according to Allie Kline, CMO of AOL Networks.
Culled for From Mashables